UP Entertainment Invites Fans to "Christmas Together"

quotThis holiday is actually bigger than being physically together It39s about a bigger purpose and bigger meaningquot noted Charley Humbard founder and CEO of UP Entertainment which owns cable networks UPtv and Aspire as well as the streaming service UP Faith ampamp Family quotIt is about helping others sticking together and having each other39s backs That39s how we Christmas TogetherquotTo communicate that message UPtv partnered with creative agency Dixon ampamp Co and renowned spoken word artist INQ who is also a slam poetry champion to create the 60second anthem With INQ narrating the video strikes a youthful and inspirational tone and features images of diverse families in small gatherings and intimate exchanges The style is different than UP39s other brand promotions something Humbard said was intentionalIn fact Humbard regards Christmas Together as a new verb that invites people to feel the peace and love of the season this year more than ever beforeThe new anthem is a cornerstone of UP39s holiday strategy The season is UPtv39s Super Bowl so between Thanksgiving and New Year39s it pulls out all the stops UPtv will telecast more than 500 hours of Christmasthemed movies including five world premieres Also over Thanksgiving week UPtv aired its popular Gilmore Girls 247 bingeathon and Humbard said this year39s ratings were up 20 percent over last yearTo help viewers keep track of the merry offering UPtv recently launched a new app My UPtv Movies where users can explore the network39s extensive library of uplifting movies watch previews search channel listings add airtimes to their calendars and sign up for alertsThis season UPtv is also airing two music specials The 12th Annual Stellar Awards Tribute to the Holidays will also air on AspireTV and Christmas with the Chosen featuring gospel and Christian artists Since the network started as the Gospel Music Channel Humbard said it is a natural fit to feature gospel and Christian musiciansWith its positive optimistic and fun programming UPtv is already riding a wave of recent successes The last nine months have been so stressful that many consumers are seeking out comforting fare Humbard said and that39s UPtv39s specialty According to Humbard UPtv39s overall ratings growth helped it move up 20 spots in the Nielsen cable rankers and the Faith and Family OTT service UP Faith ampamp Family has doubled its subscribersquotBeing uplifitng is in our DNA our brands are the perfect antidote for tough timesquot he saidMuch like his networks39 viewers Humbard39s own holiday plans will look different than Christmases past As a child Humbard spent many Christmases in Israel where his father Rex Humbard the first televangelist produced Christmas specials including the first ever worldwide live broadcast Christmas eve from Jerusalem and Bethlehem Charley was part of the Humbard family singers who performed on the specials This year like so many Americans Humbard is planning a quiet holiday with his wife and two sonsquotJust like Thanksgiving it will be the four of us hunkering down togetherquot he saidEven during the pandemic UP Entertainment is finding some positive effects Humbard said the company has enacted new corporate practices to promote selfcare and personal development such as a daily nocontact hour from 12 pm to 1 pm and weekly virtual meditation yoga and wellness sessionsquotAt our company we39re working on mental spiritual and physical wellbeing and this year really helped us pull it forwardquot he saidThe company39s ethos is displayed in the Christmas Together anthem It is the first time all of UP39s brands have united on a collaborative piece which is running across their linear networks online platforms and social mediaSo far the anthem has garnered tens of thousands of views and Humbard is hoping viewers continue to engage with the video and its message quotAs a brand the best compliment that you can have is people sharing your piecequot he saidClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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UP Entertainment Invites Fans to "Christmas Together"

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Alli Romano

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